$5 Gas Causes Some U.S. Rideshare Drivers To Pack Cars In Ads

June 23 (Reuters) – When Duana Malcolm had his blue Hyundai Sonata sedan packaged like a moving billboard, the part-time delivery driver didn’t expect to earn as much as $200 a month.

Malcolm is one of many rideshare drivers looking for other sources of income to cushion the impact of soaring gas prices and higher costs for everything from tires to maintenance, as inflation in the United States hits a 40-plus-year high.

“It’s not life-changing money, but I know I’m getting money every month for the next five months, which will ease my worries,” said Malcolm, who drives in the Miami and Fort Lauderdale areas, regarding the arrangement with the outdoor advertising company. Carvertise.

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Drivers can earn between $100 and $600 per month, depending on the ad and campaign length, and can earn a bonus of $100 to $200 for timely ads.

And it’s not just car wraps, advertisers are also turning to traditional forms like billboards and bus benches as potential customers who were glued to their screens during the pandemic return to offices and venture out more often.

Carvertise, which pays drivers to wrap their cars in advertisements printed on adhesive film known as “decals”, said it saw monthly growth of between 8% and 13% in new registrations over the past few months. last three months, and more are expected.

“By wrapping their cars with advertising from our customers, rideshare drivers turn their cars into rolling billboards and get paid for something they’re doing anyway: driving,” said Greg Star, co-founder of Wilmington, a Delaware-based company. .

Users will need to install an app and register on the platform to participate in a campaign and the company will select the drivers it will use based on the advertiser’s target location and user’s driving habits, whether it’s commuting to work or working in carpooling or delivery. driver.

Market leaders Carvertise and California-based Wrapify said they have thousands of gig drivers on their subscriber list and clients ranging from GoPuff, EA Sports, 7-Eleven to local law firms. They plastered thousands of cars with ads.

Although ride-sharing companies Uber (UBER.N) and Lyft (LYFT.O), under pressure due to a severe shortage of drivers, announced a fuel surcharge, it was not enough to offset the rising costs fuel, with the average US gasoline price topping $5 a gallon for the first time earlier this month.

Uber and others are also in talks about formal partnerships with companies such as Carvetise to boost driver earnings, a source familiar with the matter said, but nothing has been finalized.

Uber said it focused on its cartop advertising network, which has 112 million daily impressions with ad displays on more than 3,000 vehicles in major US cities.

Lyft declined to comment.

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Reporting by Nivedita Balu in Bengaluru; Editing by Ankur Banerjee and Arun Koyyur

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